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"Pesatnya pertumbuhan pada jumlah transaksi e-commerce membuat pelaku e-commerce di Indonesia dituntut untuk menyusun strategi dalam merespon perubahan perilaku dalam belanja konsumen. Salah satu hal yang dapat dilakukan yaitu menggunakan digitalisasi seperti gamifikasi. Tujuan dari penelitian ini adalah untuk menganalis bagaimana pengaruh motivasi intrinsik terhadap intensi membeli dan loyalitas pengguna Tokopedia di Indonesia. Penelitian ini berkontribusi untuk mengisi kesenjangan penelitian dengan menambahkan indikator loyalitas merek dan keberlanjutan penggunaan aplikasi e-commerce. Berdasarkan data yang dikumpulkan dari 250 responden, peneliti melakukan pengujian menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa motivasi intrinsik ditemukan secara positif memengaruhi dan memotivasi pelanggan untuk meningkatkan Shopping Engagement. Shopping Engagement secara positif memengaruhi Intention to Buy Using Mobile App, App Continuance Intention, dan Brand Loyalty. Namun, tidak ada efek moderasi dari pengalaman belanja online sebelumnya. Selanjutnya, Focused Attention berpengaruh negatif dan tidak signifikan terhadap Shopping Engagement. Dan, Previous Online Shopping Experience memengaruhi Intention to Buy Using Mobile App secara negatif. Dari hasil penelitian, Tokopedia dapat memanfaatkan augmented reality, game, dan optimalisasi UI/UX unuk meningkatkan engagement dan fokus pada saat belanja di aplikasi Tokopedia serta merespon customer dengan lebih baik dan cepat agar mereka memiliki pengalaman belanja yang positif sehingga meningkatkan loyalitas pengguna.

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The rapid growth in the number of e-commerce transactions has forced e-commerce players in Indonesia are required to develop strategies in response to changes in consumer spending behavior. One of the things that can be done is to use digitization such as gamification. The aim of this research is to analyze how intrinsic motivation influences purchase intention and brand loyalty of Tokopedia users in Indonesia. This study contributes to filling the research gap by adding indicators of brand loyalty and the continued use of e-commerce applications. Based on data collected from 250 respondents, researchers conducted tests using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of the study show that intrinsic motivation is found to positively influence and motivate customers to increase Shopping Engagement, Shopping Engagement positively influences Intention to Buy Using Mobile App, App Continuance Intention, and Brand Loyalty. However, there was no moderating effect from the previous online shopping experience. Furthermore, Focused Attention has a negative and insignificant effect on Shopping Engagement. And, Previous Online Shopping Experience negatively affects the Intention to Buy Using the Mobile App. Therefore, Tokopedia can using augmented reality, games, and UI/UX optimization to increase customer’s engagement and focus when shopping on the mobile application and Tokopedia should respond better and faster to customers so they have a positive shopping experience."

"Jumlah investor reksa dana di Indonesia mengalami peningkatan yang cukup signifikan setiap tahunnya. Namun, jika dibandingkan dengan total populasi penduduk, jumlah tersebut masih terbilang sangat kecil. Digitalisasi industri investasi dalam bentuk aplikasi reksa dana diketahui dapat meningkatkan jumlah investor reksa dana di Indonesia. Namun, pengadopsian aplikasi reksa dana disebutkan sangat bergantung pada kemampuan aplikasi tersebut dalam memenuhi kebutuhan investor. Untuk mengukur kemampuan tersebut, digunakan perspektif teori task-technology fit yang juga menjadi dasar tujuan penelitian ini, yaitu untuk menganalisis faktor-faktor yang memengaruhi intensi pengguna dalam menggunakan aplikasi investasi reksa dana. Penelitian dilakukan menggunakan metode covariance-based structural equation modelling (CB-SEM) untuk mengolah data yang diperoleh dari survei daring yang diisi oleh 421 responden valid. Hasil analisis membuktikan bahwa task characteristic investor reksa dana adalah mengelola akun investasi, melakukan transaksi, dan memperoleh informasi. Sedangkan technology characteristic aplikasi reksa dana adalah bisa digunakan kapan saja dan di mana saja, aman, dan transparan. Hasil analisis juga membuktikan bahwa faktor task characteristic dan technology characteristic memengaruhi task-technology fit; faktor task-technology fit memengaruhi perceived ease of use dan perceived usefulness; faktor perceived risk memengaruhi perceived ease of use; faktor perceived ease of use memengaruhi perceived usefulness dan behavioural intention to use; dan faktor perceived usefulness memengaruhi behavioural intention to use. Penelitian ini diharapkan dapat mengisi kekosongan penelitian mengenai intrumen investasi reksa dana dari perspektif task-technology fit serta memberi implikasi praktikal bagi investor sebagai panduan dalam menganalisis aplikasi investasi reksa dana serta bagi pelaku industri reksa dana untuk mengembangkan aplikasi yang memenuhi kebutuhan investor reksa dana di Indonesia.

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The number of mutual fund investors in Indonesia has increased significantly every year. However, when compared to the total population, this number is still very small. Digitalization of the investment industry in the form of mutual fund applications is known to increase the number of mutual fund investors in Indonesia. However, the adoption of the mutual fund application is said to be highly dependent on the ability of the application to meet the needs of investors. To measure this ability, the perspective of task-technology fit theory is used which is also the basis for the purpose of this study, namely to analyze the factors that influence user intentions in using mutual fund applications. The study was conducted using the covariance-based structural equation modelling (CB-SEM) method to process data acquired from an online survey filled out by 421 valid respondents. The results of the analysis prove that the task characteristic of a mutual fund investor is to manage investment accounts, perform transactions, and obtain information. Meanwhile, the technology characteristic of the mutual fund application is that it can be used anytime and anywhere, is safe, and transparent. The results of the analysis also prove that the task characteristic and technology characteristic factors affect task-technology fit; task-technology fit factors affect perceived ease of use and perceived usefulness; perceived risk factors affect perceived ease of use; factors perceived ease of use affect perceived usefulness and behavioral intention to use; and perceived usefulness factors affect behavioral intention to use. This research is expected to fill the gaps in research on mutual fund investment instruments from a task-technology fit perspective as well as provide practical implications for investors as a guide in analyzing mutual fund applications as well as for mutual fund industry players to develop applications that meet the needs of mutual funds investors in Indonesia."

"Dapat meningkatkan minat melamar para pencari kerja berkualitas yang sesuai dengan tuntutan perusahaan merupakan hal yang penting. Corporate Social Responsibility (CSR) yang ada di perusahaan dianggap dapat meningkatkan minat melamar pencari kerja. Tujuan dari penelitian ini untuk mengetahui pengaruh Corporate Social Responsibility (CSR) terhadap application intention dengan mediasi value congruence pada Generasi Z dengan studi pada sektor industri Fast Moving Consumer Goods (FMCG). Penelitian ini menggunakan pendekatan kuantitatif melalui kuesioner yang disebarkan secara daring kepada 375 responden Generasi Z yang telah berpendidikan tinggi dan sedang mecari pekerjaan menggunakan teknik penarikan data purposive sampling dan snowball. Data dianalisis menggunakan analisis jalur. Hasil penelitian menunjukkan terdapat pengaruh CSR terhadap application intention pada Generasi Z dengan sektor industri FMCG. Pada uji mediasi menunjukkan bahwa value congruence memiliki pengaruh mediasi parsial pada hubungan CSR terhadap application intention pada Generasi Z dalam sektor industri FMCG.

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It is important to increase qualified job seekers’ application intention in accordance with the company’s demands. Corporate Social Responsibility (CSR) is considered to increase job seekers’ application intention. The purpose of this study is to determine the effect of Corporate Social Responsibility (CSR) on application intention with value congruence as mediating variable towards Generation Z with a study on Fast Moving Consumer Goods (FMCG) industrial sector. This study method uses a quantitative approach through questionnaires distributed online to 375 Generation Z respondents who are highly educated and looking for a job with purposive sampling and snowball data collection techniques. Data analyzed using path analysis. The results showed that there is an influence of CSR on application intention towards Generation Z in the FMCG industrial sector. The mediation test showed that value congruence has a partial mediating effect on the relationship between CSR and application intention towards Generation Z in the FMCG industrial sector."